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Bulgari’s Noteworthy New China Marketing Campaign on a Happy ‘Jew’ Year of the Pig (Zhu)

Bulgari’s wordplay is multidimensional, but did it consider Jewish people?

Manya Koetse

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A new marketing campaign by Italian luxury brand introduces “JEW” as a supposed ‘buzzword’ for the Year of the Pig (Zhu in Mandarin).

On January 4th, the Italian jewelry company Bulgari launched a remarkable campaign on WeChat and Weibo to promote its luxury goods for the New Year, which for China, will be the Year of the Pig.

The campaign was first spotted by Nathan Baker (@NateyBakes) who wondered on Twitter:

So Bulgari’s WeChat account just put out an article that spells the Chinese word for pig in a special way. Wonder if they consulted with any Jewish people first.”

The campaign on Weibo is introduced as follows (loose translation):

At the beginning of the new year, let your charm stand out. The Bulgari special Lunar New Year collection is launched. In the new year, you’re the ‘pearl’ (‘JEW’) in the palm [‘beloved one’]” [“新年伊始,你的魅力已展露锋芒. 宝格丽农历新年特别款作品全新上市. 新的一年,要你做掌上明JEW.”]

The campaign uses a few posters that show their new jewelry collection together with pigs.

The word ‘JEW’ is multidimensional in its Chinese use here by Bulgari.

(1) Firstly, it is a wordplay on the Mandarin pronunciation for ‘pig’ (猪) zhū, which, when pronounced, sounds similar to the English ‘Jew’ (listen here).

(2) Second, the use of ‘Jew’ in English could also be seen as an abbreviation for ‘jewelry.’

(3) Third, the campaign uses various Chinese idioms starting or ending with a character that is pronounced as ‘zhu‘ in Mandarin, where ‘Jew’ is used as a substitute. It is a play on words, as it could mean either ‘pig,’ ‘jewelry,’ as well as still conveying the meaning of the original idiom.

The Chinese idiom “pearl in the palm” or “beloved daughter” (掌上明珠, zhǎngshàngmíngzhū), for example, is written as “掌上明JEW”: it sounds the same, but the last character is replaced with the English ‘Jew,’* which then also changes the meaning of the idiom to something along the lines of “having a jewel in the hand” – which is used to promote a Bulgari watch.

The Chinese idiom 胸有成竹 (xiōngyǒuchéngzhú), meaning to have a well-thought-out plan, is used in combination with ‘Jew’ here, which also gives it a double meaning since it could then literally be translated as “your chest turns into jew[elery],” which is used to promote the necklace in the first picture.

Another idiom used in the campaign is 诸事顺利 (zhūshìshùnlì), which means that everything is going smoothly, and in which the first ‘zhu‘, again, is replaced by ‘JEW,’ which brings about a wordplay that the Bulgari jewelry is supposedly smooth, as well as the [year of the] pig.

All in all, one could argue that Bulgari’s marketing team has created a new marketing campaign that mixes up Chinese characters, English, and idioms in such a way that thinks of Chinese tradition and promotes their own luxury products.

However, as Nathan Baker notes, there is a sensitive problem in this campaign regarding the use of the word ‘Jew,’ especially when framed together with the images of a pig, which will surely raise more than a few eyebrows and, marketing-wise, is probably not a smart move for the Italian luxury brand.

Update: Wow, that was fast. The campaign already seems to have been deleted from Wechat as well as from Weibo.

By Manya Koetse

*Thanks to Annelous Stiggelbout for clarification

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Digital

Must-Read: SCMP’s China Internet Report 2020

The China Internet Report brings order to the chaos of China’s ever-changing digital environment.

Manya Koetse

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SCMP Research’s China Internet Report 2020 is here, covering the country’s biggest tech trends, breaking down the major players and key markets, and bringing some order to the chaos of China’s rapidly changing digital environment.

Today, the South China Morning Post (SCMP) has launched its third edition of the China Internet Report – a super-comprehensive resource on China’s technology landscape offering insights into the most important trends and players shaping the world’s biggest internet community.

This year, China’s online population has reached the staggering number of 904 million users, with the average daily time spent on the internet rising to 7.2 hours in March.

COVID-19 has significantly increased online media consumption across China.

China’s rapid digitization has not just radically altered Chinese society – it is also increasingly impacting the global internet ecosystem at large.

With yesterday’s local startups becoming tomorrow’s international tech leaders, and today’s trends soon becoming worldwide shifts, understanding China’s latest digital developments has never been more important.

The new coronavirus outbreak in China has not just temporarily affected people’s online behavior, the report finds, suggesting that COVID-19 will have a lasting impact on China’s tech sectors.

Besides social media platforms and other apps becoming a crucial tool of mass communication and information for Chinese netizens in times of COVID-19, the pandemic also changed how people in China started using technology in their everyday lives, from online learning to digital healthcare seeking. These trends have brought about permanent changes.

The accelerated digitization and the innovative tech use in times of the coronavirus crisis are listed as one of the major trends of 2020, among other vital digital shifts changing China’s online landscape, from the mass adoption of 5G to live streaming in China reaching its third phase.

To check out the main trends for 2020, China’s latest internet statistics, its top tech competitors, internet companies, and more, here’s a link to the report.

This year, in addition to the free report, SCMP Research also introduces its Pro Edition (US$400) that features more than a hundred pages of deep-dive per sector – from e-commerce to healthtech, 5G and more – providing additional analysis, data, as well as access to six closed-door webinars with leading C-level executives of internet and technology companies in China.

The folks at SCMP have been kind enough to reach out and offer a special 30% discount on the Pro Edition report for What’s on Weibo readers.

You’ll get the discount by using the discount code: “WHATSONWEIBO“, or by clicking this link that will automatically include your discount code.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2020 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Food & Drinks

Spicy Sauce Scam Goes Viral – Tencent Duped by Fake Lao Gan Ma Deal

The bizarre story that went trending this week involves China’s tech giant Tencent and China’s undisputed sauce queen Lao Gan Ma.

Manya Koetse

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The super popular Chinese chilli sauce brand Lao Gan Ma has been all the talk on Chinese social media this week since a somewhat bizarre incident occurred where the world of tech scams and spicy sauce collided.

News came out earlier this week that Chinese tech giant Tencent sued Lao Gan Ma over a contract dispute for failing to pay the advertising fees for their online platforms. The case led to an initial Shenzhen court ruling requiring Lao Gan Ma to freeze 16.24 million yuan ($2.3 million) worth of assets.

According to Chinese state media outlet Global Times, Tencent claimed it had signed a marketing contract with the famous chilli brand in March of last year, and has since delivered marketing promotions worth of tens of millions yuan without receiving payment.

Lao Gan Ma, however, denied ever signing this contract with Tencent and reported the matter to police.

It then turned out that Tencent had actually signed the marketing cooperation with imposters pretending to represent the chilli manufacturer, and had actually been cheated.

Meanwhile, the hashtag “CCTV Investigates the Lao Gan Ma Suitcase” (#央视调查腾讯老干妈诉讼事件#) received over 400 million views on social media platform Weibo.

The imposters’ goal allegedly was to obtain the online game package codes that are part of Tencent’s promotional activities, in order to resell them online.

On July 1st, Guiyang police released a statement on Weibo saying they had arrested three people in the fraud case; a 36-year old man, and two women aged 40 and 36. The topic became trending on Weibo (#警方通报3人伪造老干妈印章签合同#), receiving 190 million views.

On social media, many netizens wonder how a big company such as Tencent – one of China’s biggest internet giants – could fall for such a scam.

“Even I know that Laoganma doesn’t need advertisement to promote its products,” some commenters wrote.

“Wouldn’t such a business deal actually require them to meet?”, others wonder.

Other people express their anger at Tencent, demanding an apology from the company for suing their beloved chilli sauce brand.

But the majority of people think the matter is somewhat hilarious, ridiculing Tencent – that has a penguin as its main logo – for getting caught up in such an embarrassing scam. Dozens of memes circulating on Weibo make fun of the company for being so stupid and naive.

The Tencent penguin: deceived, used, and ridiculed.

The Tencent company joined the meme machine to also ridicule itself, asking Chinese netizens for information that could prevent them from falling for such a scam in the future. As a reward, the company writes, they will give away thousand jars of Lao Gan Ma chilli sauce.

Want to know more? To read all about the Lao Gan Ma brand and its history, click here for our feature article on the brand and its founder.

Hungry? Lao Gan Ma is also for sale in your local (Asian) supermarket, and also sells it products through Amazon here.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2020 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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